Overview
📌 Please Read
Campaign briefs are to be used by the entire go-to-market team — from SDRs to Demand Gen — to ensure messaging alignment. Please use the template below.
⚡️ Briefing Template
Here's what belongs in each section, and who's responsible for it.
🚦 Campaign Status
→ To be completed by Owner
🟢Ready — campaign can go live
🟡In progress — needs owner sign-off to promote
🔴Expired — do not promote
🗓️ Campaign Details
→ To be completed by Owner
Start Date:
End Date:
Segment:
Owner:
🎯 Messaging
→ To be completed by PMM
Problem:
Main Points:
🖥️ Screen Shots
→ To be provided by PMM
🎬 Content/CTAs
→ To be completed by PMM/Content
📧 Message Sequence
→ To be completed by SDR
📣 Ad Copy
→ To be completed by Demand/Media
🟢 Ready — campaign can go live
Campaign Brief
⚡️ Data Quality
🗓️ Campaign Details
Start Date:Now
End Date:Flexible
Segment:Techies (IT, Analysts, CTO, etc)
🎯 Messaging
Problem
Freight brokers make critical decisions — carrier selection, pricing, lane optimization — using TMS data that hasn't been checked for quality. This leads to mistrust and often results in decisions using incomplete or erroneous data.
Main Points
- Axiom-Apps catches data errors before they reach your reports. Built-in, AI-powered safeguards flag common data entry mistakes automatically — so bad numbers don't make it into your analysis in the first place.
- We stop you from mixing data that shouldn't be combined. Our system flags when you're about to analyze TL and LTL together, or blend delivered and non-delivered shipments — the kind of mixing that quietly skews results.
- Your TMS wasn't built for analytics — Axiom-Apps was. Transactional systems weren't designed to catch data quality issues. We close that gap, so the reporting layer actually does the job your TMS can't.
- Trustworthy data means confident decisions. When you know the numbers are clean, you can act on them — for carrier selection, pricing, or lane strategy — without second-guessing.
🖥️ Screen Shots
🎬 Content/CTAs
- See data quality scorecard demo
- Watch the webinar
- Read this blog
- Start a free trial to check your data quality score
📧 Message Sequence
*Note: this sequence was sent to a group of about 160 recipients, and performed well — a 39% overall open rate and 11% CTR.
Subject: here's a link to the freight reporting webinar…
Hi — Thought you may be interested in watching Third Axiom's recent webinar about better freight reporting! Here's the recording — it's a quick 25-minute session.
If you're short on time, jump to 8:50, where our founder Brian dives into four common data quality mistakes that can seriously throw off your freight reporting.
Hope it's helpful!
Best,
Jennifer
Jennifer
Subject: Is your freight data score good enough?
Hi — After our recent webinar, a few folks asked to see our Data Quality Scorecard in action — so I put together a quick video walkthrough. Thought you may want to see it, too!
In just a few minutes, you'll see how to take a messy, low-scoring freight data set and boost it from an F to a B+ using simple steps — watch it here.
Let me know what you think or if you'd like to try it with your own data!
Best,
Jennifer
Jennifer
Subject: How to solve freight reporting errors…
Hi, feel free to forward this to anyone who touches analytics ops at [Company] — they'll find it useful!
Our Chief Data Scientist just hosted a webinar on tackling common freight reporting errors — many of which stem from issues in data transformation and infrastructure.
We're big believers in report trustworthiness, especially when it comes to driving smart decisions around customer behavior, carrier selection, and lane optimization.
👉 Skip to 11:45 in this video to see our top analytics ops strategies in action.
Cheers,
Jennifer
Jennifer
📣 Ad Copy
Not applicable for this campaign.
🟢 Ready to promote
Campaign Brief
⚡️ Carrier Scorecard
🗓️ Campaign Details
Start Date:Now
End Date:Flexible
Segment:Freight brokerage ops leaders, carrier managers, pricing analysts
🎯 Messaging
Problem
1) Most 3PLs and freight brokers don't evaluate their carriers by lane — even though that's where performance and profitability truly diverge. 2) They're relying on high-level market averages (like DAT) instead of using their own shipment data to make targeted, strategic decisions. 3) Carrier costs are the single biggest expenditure for most logistics providers, yet they're not able to effectively score their carriers to ensure they're making great carrier selection choices.
Main Points
- Score carriers by lane, not just in aggregate. Axiom-Apps lets you analyze performance by lane — so you can see which carriers are truly delivering on-time, on-budget.
- Use your own data to find the best carriers. The answers aren't in DAT or a market average. Your own shipment history reveals who your top performers are and where you're bleeding margin.
- Filter by the metrics that matter to you. Use on-time %, margin, carrier spend, and more. You choose the metrics, then filter by lane, customer, or carrier to find the patterns.
- Catch underperformance fast. Spot carriers with late loads, missed pickups, or declining performance before it becomes a fire drill.
- Make rebid and routing decisions with confidence. Your scorecards don't just highlight top performers — they help you know when it's time to negotiate, reassign, or remove a carrier.
- Get automated carrier reports sent straight to you. Customize the reports you need, when you need them — no clutter, no manual work.
🖥️ Screen Shots
🎬 Content/CTAs
- View demo here
- See 5 ways our scorecards improve carrier selection
- Here's how to optimize your carrier mix
- Want me to send you a quick demo?
📧 Message Sequence
Test #1: Messaging
A Messaging: Carrier costs are the biggest line item for a 3PL. That means choosing the right carriers is crucial. CTA: Want me to send you a quick demo?
B Messaging: Pricing teams heavily consider market rates (like DAT) to price their loads, but they usually don't consider their own data. CTA: Want me to send you a quick demo?
Email copy for A Messaging
1. Subject: your top freight expense deserves better decisions
Hey, let's talk about your biggest line item: carrier costs.
For most 3PLs, carrier spend can make you or break you — and yet a lot of teams are still picking partners based on relationships, gut feel, or DAT averages.
That's not a strategy. That's a liability.
If your biggest cost center isn't tied to real performance data, it's really costing you — in margin, in service, and in fire drills.
We built an easier way to fix that — a simple scorecard that helps you track carrier costs, performance, and pricing all in one place.
Want me to send over a 3-minute demo so you can see how it works?
— jennifer
2. Subject: carrier selection = profit control
Hi, if carrier spend is your biggest cost center, then carrier selection is one of the most important decisions you make — over and over again.
And yet, most teams aren't looking at all the right data. We see it all the time:
→ Paying more for "preferred" carriers who deliver average service
→ Missing margin drops because no one's tracking lane-level cost per mile
→ Letting on-time % slide without realizing it until the customer's mad
That's exactly what our scorecards are built to catch. You can track:
- On-time % by lane or customer
- Cost per mile or per load
- Margin trends by carrier
- Service failures before they snowball
It's all based on your shipment history — not a market average.
Want a 3-minute demo so you can see how it works?
— jennifer
3. Subject: stop overspending on underperformers
Hey again — last note from me on this. Am I right that 60–70% of your total spend is tied up in carriers?
For most 3PLs, that's the case. But a lot of teams still aren't actively tracking cost and performance by lane — which means they're likely overpaying for underperformers.
And they don't realize it until a margin drop triggers a fire drill… or a customer complains. Our scorecards help you catch that earlier:
- Spot late loads before they snowball
- Flag margin erosion lane by lane
- Compare carriers on cost, performance, and service
All from your own data — no complex integrations needed.
Want me to send over a 3-minute demo?
— jennifer
Email copy for B Messaging
1. Subject: TMS vs DAT — what do you trust for carrier selection?
Hey, let me run something by you real quick.
Your ops and pricing teams spend hours digging through DAT, checking market rates, and relying on a little pricing data plus a whole lot of gut feel to pick the "best carrier" for a lane, right?
But here's the thing — your TMS already knows. It can tell you:
- Who shows up on time
- Where you're leaking margin
- Which carriers fall apart when a load gets tricky
It's just so hard to tap into that data when you're extracting it from your TMS and tossing it into Excel.
So we built an easier way — our system combines pricing + performance to score your carriers lane by lane, item by item, customer by customer.
Want me to send over a 3-minute demo so you can see how our scorecards work?
— jennifer
2. Subject: your TMS knows more than DAT ever will
Hey, DAT is great for market rates and benchmarking. No argument there. But it's missing true performance data.
When it comes to picking the right carrier for a specific lane, your TMS has the upper hand. It knows:
- Who's on time (and who's not)
- Where your margins are strongest
- Which carriers perform best for each customer or lane
The trick is pulling that insight out of your TMS — without spending hours in Excel. That's exactly what our scorecards are built for.
Can I send you a 3-minute demo so you can see how it works?
— jennifer
3. Excel isn't a carrier strategy…
Hi again — checking in one last time, then I'll stop hounding you about your carrier selection practices.
It's just... taking a guess here... your team is in survival mode and doesn't even know it. Most brokerages are. I was on a call earlier this week with someone who said: "We've got a huge spreadsheet with carrier performance — tabs for each lane."
In the age of AI? Yikes!
If you want to actually improve your service or your margin, you need to see the patterns:
- Late loads creeping up
- Margin falling off on key lanes
- Carriers who can't handle complexity
Our scorecards make that obvious — and they run right off your TMS data.
Want a quick look? Say the word and I'll send a demo.
— jennifer
📣 Ad Copy
Version 1
Know which carriers to avoid — by lane, by mode, by item.
Axiom-Apps scores every carrier against your own shipment data, so underperformers show up before they cost you the next load.
Version 2
Stop Guessing. Start Scoring.
Axiom-Apps turns your TMS data into a live carrier scorecard — on-time %, margin, and cost per lane.
Version 3
Pick the right carrier — every load, every time
Axiom-Apps scores carriers by lane, by customer, however carrier sales needs to see it — no integration required.
🟡 In progress — needs owner sign-off to promote
Campaign Brief
⚡️ Automated Reporting
🗓️ Campaign Details
Start Date:Now
End Date:Flexible
Segment:Freight Ops, Analytics Managers, VPs of Operation, Account Managers
🎯 Messaging
Problem
Freight brokers waste hours every week formatting raw TMS data, doing manual analysis in Excel, and building reports by hand — all to get basic shipment insights. The process is slow, error-prone, and manual. And it delays the insights that drive smarter pricing, better carrier selection decisions, and stronger customer relationships.
Main Points
- Save hours every week. Automated shipment reporting eliminates manual work. Just upload your spreadsheet — the system takes care of the rest.
- Set it once, and you're done. Reports automatically update with your latest shipment data, on your schedule. No rework. No reformatting.
- Only the metrics you need. From carrier performance to late loads or margin by customer, we tailor your reports to highlight the KPIs that matter — without the clutter.
- Designed for freight. Unlike generic BI tools, our system understands TMS data and speaks transportation out of the box.
- Catch issues before they snowball. Late shipments, margin drops, and volume slowdowns stand out immediately — so you don't have to wait for the next QBR to act.
- Automate reports internally or to your customers.
Common Report Types
- Carrier Costs Breakdown
- Sales Team Performance
- Late Shipment Predictions
- Item-Level Margins
- Customer Volume Trends
- Profit & Costs by Lane
- Missing Lanes & Missing Customers
- Revenue Predictions
- Profitability Updates
🖥️ Screen Shots
Not applicable for this campaign.
🎬 Content/CTAs
- Learn More
- View Report Types
- Do you want me to send over a couple of sample reports?
📧 Message Sequence
David — please add final email copy by Aug. 20
📣 Ad Copy
Josh — please add final ad copy by Aug. 20
🔴 Expired — do not promote
Campaign Brief
⚡️ Adopters Program
🗓️ Campaign Details
Start Date:Now
Hard Stop:April 30
Segment:Mid-size freight brokers
🎯 Messaging
Problem
Small-to-mid-size 3PLs and freight brokers know that data can unlock better decisions — but most don't have the time, tools, or expertise to put analytics into action. Despite access to TMS data, many struggle to turn that information into meaningful insights that drive margin improvement, operational efficiency, or customer value. Without a clear path forward, analytics remains an untapped advantage — leaving brokers to rely on guesswork, gut instinct, or time-consuming manual reporting.
Main Points
- Learn to leverage your TMS data for profit. Your TMS holds the answers — you just need to know where to look. We help you uncover margin opportunities, spot inefficiencies, and make smarter decisions using the data you already have.
- 30 days of hands-on help. The Analytics Adopters Program includes expert support to make sure you're not just logging in — but actually getting value. Our analytics experts guide you through high-impact use cases tailored to managed transportation and freight brokerage.
- How-Tos delivered to your inbox. Get practical guidance, proven playbooks, and step-by-step walkthroughs — so you can start using analytics confidently without the guesswork.
- Analytics that drive action. Most brokers don't need more data — they need the right insights at the right time. Axiom-Apps is purpose-built for freight, so brokers can immediately see what's working, what's not, and what to do next.
- Designed for busy teams — give us one hour per week! No analysts? No problem. Axiom-Apps delivers insight without needing to build dashboards, hire data scientists, or wait for IT.
- Built for freight brokers. Every chart, view, and metric is rooted in the realities of running a logistics business — so insights are always relevant, actionable, and ready to drive results.
- Zero cost, zero risk. The Analytics Adopters Program gives you 30 days of full access to Axiom-Apps, free of charge. You get to try before you buy — and we help you succeed along the way.
🖥️ Screen Shots
Not applicable for this campaign.
🎬 Content/CTAs
Landing Pages
- thirdaxiom.com/analytics-adopters-program-for-3pls
- thirdaxiom.com/join-analytics-adopters-program
CTA(s)
- Yes, I'm interested!
- Learn More
- Book an Info Session
Activity Examples
- Add a Watch Card for Missing Customers
- Easily Spot Changes with Treemaps
📧 Message Sequence
Subject: 30 days of free access — worth 15 minutes?
Hi — we just opened up the Analytics Adopters Program: 30 days of full access to Axiom-Apps, free, with one of our analytics experts walking you through it.
No dashboards to build, no data team required — just your TMS data and about an hour a week.
Want to grab 15 minutes to see if it's a fit?
Best,
Jennifer
Jennifer
Subject: your TMS data is already telling you something
Hi again — most brokers we talk to have the data to make smarter carrier and pricing decisions, they just don't have the time or tools to act on it.
That's exactly what the Analytics Adopters Program is for. 30 days, full access, hands-on guidance — zero cost, zero risk.
Happy to walk you through it on a quick call. Want me to send over some times?
Best,
Jennifer
Jennifer
Subject: last call on the Adopters Program
Hi — closing the loop here. The Analytics Adopters Program wraps up soon, and I didn't want you to miss it.
If turning your shipment data into real insight — without hiring an analyst or waiting on IT — sounds useful, let's talk. 15 minutes is all it takes to see if it's a fit.
Want me to book you an info session?
Cheers,
Jennifer
Jennifer
📣 Ad Copy
Not applicable for this campaign.